The document discusses collaboration using social technologies. It outlines the 4Cs of collaboration as community, communication, coordination, and co-creation. It then discusses benefits like improved business collaboration and employee motivation. It highlights challenges like lack of integration into workflows and lack of leadership buy-in. Finally, it summarizes Zipipop's client process for helping companies implement successful social collaboration strategies.

1. 4Cs of Collaboration
Capturing the benefits of social technologies
23.5.2013 Richard von Kaufmann // Head of Social Media & Collaboration // co-founder

2. Helping businesses win through being social.
Zipipop is the social media
company in Finland
more loyal clients
better customer support
improved business collaboration
better employee motivation and recruitment

3. 4Cs of Collaboration
•Community (must have a shared purpose)
•Communication (cultivate an ethic of sharing)
•Coordination (tool selection, training, and rollout)
•Co-creation (efficiency savings, innovation, etc)

4. Title hereWhat’s changed?

6. many to many
open
efficient
searchable
closed
inefficient
hidden
one to one

7. No Doubt
Social media has change the way we do things.
New encyclopedias
New photo albums
New contact books
New diaries

8. New intranetsNew communication
channels
New marketing
New workflows
New Potential
Now it’s changing the way we do business.

9. What are social technologies?
Online applications, platforms and media which
aim to facilitate interaction, collaboration and
the sharing of content.
(Universal McCann’s Social Media Research Wave 3, 2008)

10. Hiding behind firewalls

11. Cloud Computing: public & private
Cloud

12. New Collaboration Spaces
collabora've
real-­‐'me
transparent
flexible
low
cost

13. OSKE (TEM) Collaboration Environment
Connecting 23 organizations in the OSKE Community

14. Title hereWhy’s it such a big deal?

15. salesforce.com, 2011

16. McKinsey
Global
Ins0tute
July
2012

17. McKinsey
Global
Ins0tute
July
2012

18. McKinsey
Global
Ins0tute
July
2012

19. • Find out about each other.
• Form teams, communities or informal groups.
• Work together on the same work objects.
• Discuss and comment on their work.
• Discover other people with common interests.
Benefits:
Gartner, October 2009

20. • Learn from others' expertise.
• Facilitating social interaction by helping people to establish and
strengthen personal relationships, develop trust and, in the end,
reduce friction and accelerate the business processes that
people are engaged in.
• Accessing relevant knowledge and expertise that can be used to
formulate a plan of action when decisions need to be made.
Gartner, October 2009
Benefits:

21. McKinsey
Global
Ins0tute
July
2012

22. Only 19% of organizations rate their
overall satisfaction with their Intranet
2.0 tools as good or very good.
Prescient
Digital
Media
Report
2013
But still…

23. Title hereSo what’s going wrong?

24. “Here is Edward Bear, coming downstairs
now, bump, bump, bump, on the back of his
head, behind Christopher Robin. It is, as far
as he knows, the only way of coming
downstairs, but sometimes he feels that
there really is another way, if only he could
stop bumping for a moment and think of it.”
A.A. Milne – Winnie-the-Pooh (1926)
“Winnie-the-Pooh” Original drawing by E H Shepard

25. Taking the lead
Management needs to dive in.
http://www.sxc.hu/photo/624694

26. Daily Workflow
Tools
Social tools have to be truly integrated into the daily workflow.

27. Without an audience,
we are not motivated… http://www.besser20.de/english

28. Social software
makes giving feedback easy : )

29. Collaboration steering committee
Enthusiastic influencers need to be selected from different parts of the organization
Marketing
HR
Customer service
Communications
R&D
Management
Sales
connectors — transformers

30. Usage rules
• Setting the right usage rules for
collaboration tools is crucial
• Collaborative spaces should be pre-
populated before inviting people in
• New users learn the rules through
observing how the community is already
using the space.
People don’t read an instruction
manual on how to use Facebook —
they copy existing behaviour

31. Empowering employees
Employees need to feel
comfortable engaging online.
lamunecadelasonrrisaalegre.blogspot.com

32. 6x User workshops
User review workshop
OSKE Collaboration Workshops*
Client Q&A / Online
survey
Yammer & Google
Sites Setup
6 x Community
Manager / Admin
Workshops
Preparation 2nd Month 3rd Month 4th Month1st Month
“The social media policies introduced by Zipipop
have already improved our communication and
collaboration processes. Although many of the
participants had no previous experience using
social media, Zipipop’s training has enabled them
to fully engage with the new technologies.”
Riikka Pellikka (OSKE, Head of Communications)
* Workshop order and months grouped and adjusted to aid understanding

33. But
47% [of companies] have spent less than US$10,000.
Prescient
Digital
Media
Report
2013

34. What is a Community Manager?
A Community Manager guides
communities towards smooth
and effective collaboration.
http://www.fillmoregazette.com/arts-entertainment/ventura-college-symphony-orchestra-%E2%80%9Cwinner%E2%80%99s-circle%E2%80%9D-concert-october-25

35. Community Manager roles
Motivator
Takes care of release
schedules
Evangelist
Encourages
participation
Keeps discussions
going smoothly
Chair
Judge
Solves disputes
Content Manager
Organizes the content

36. Title hereOK. But which services
should I use

37. Social Media Toolbox
Campfire
Basecamp
It is more about guidelines
and coaching than
implementing technology.

38. Enterprise Micro-blogging
(aka Enterprise social networks)
social intranet / wikis
collaborative docs

39. Facebook pioneered the development of the live
“News Feed” stream.This interaction format is
now widespread in many services and it is fast
becoming a standard part of business software.

40. News Feed
components:
• Real-time
• Status Messages
• Links
• Likes
• Comments

41. Micro-blogging
Benefits:
• Improving awareness
• Requesting help
• Finding people
• Sharing tips and links
• Coordinating
• Reduces overall email
traffic
• Makes important email
standout
Business software has
now adapted the News
Feed and micro-blogging
practices to improve
collaboration within and
between organizations.

42. Yammer Usage:
Large Communities
THINK: “community news stream”

43. Yammer Usage:
Small Groups
THINK: “micro-forum”

44. What really motivates workers?
Harvard Business Review asked 600 managers
to rank what motivates employees:
• recognition
• incentives
• interpersonal support
• support for making progress
• clear goals

45. Which one did the managers
vote least important?
support for making progress

46. Which one did 12,000 employee diary
entries highlight as the most important?
support for making progress

47. 4Cs of Collaboration
•Community (must have a shared purpose)
•Communication (cultivate an ethic of sharing)
•Coordination (tool selection, training, and rollout)
•Co-creation (efficiency savings, innovation, etc)

49. Title hereHow can Zipipop help you?

50. Zipipop’s client process overview
Employee “empowerment” training
Social technology rollout
Management interviews &
employee online survey
Rollout plan
Collaboration strategy
workshop + document
Change management
workshop + document
Tool selection
Establishing collaboration
steering committee +
influencer & resource
mapping
Collaboration Benefits Intro
Workshop
Internal blogging
Best practices
Social networks
Collaborative
culture
Collaborative docs
Intra/extranets
etc
Knowledge
sharing
Recommend rollout order (depending on organizational level of social collaboration maturity)
Selected hands-on tool training

51. Kiitos!
Richard von Kaufmann
Head of Social Media & Collaboration // co-founder
045 11 222 73
richard@zipipop.com
www.zipipop.com